Lothian and Borders Police Branding
Complete rebranding exercise for one of UK's largest Police services

After an extensive tender process we were selected to design the new identity and branding for Lothian and Borders Police. Previous to the rebrand there was a crest developed in the 1980's and a large amount of materials which followed no particular guidelines.

My approach was designed to be legible, approachable and more like branding in other sectors or other police services throughout Europe. Making the words of equal size and weight and drawing attention to the word "and" moves away from the more tradional emphasis on the word "Police" alone. The graphic mark was designed to suggest the checkered pattern associated with the Police and also two plus signs interlocking (one created by negative space), tying in with the new strapline that emerged from the focus groups "work with us".



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